Haejung Choi is a graphic designer and creative director with over nine years of experience working across brand identity, institutional design, print, and digital experiences. Her practice centers on concept-driven design, creating thoughtful visual systems that connect strategy, storytelling, and brand expression. With a background in both graphic and industrial design spanning Seoul and New York, she brings a cross-disciplinary and cross-cultural perspective to her work. She currently serves as Lead Designer at Why Not Smile and Head of Design at Yve Health (formerly Sage Health). Throughout her career, Choi has collaborated with organizations including Harvard University, Samsung Electronics, SK Telecom, Unilever, and the International Federation of Landscape Architects (IFLA), developing cohesive and scalable brand systems across digital, print, and marketing applications. Alongside her agency and in-house work, she runs Office of Fields, an award-winning independent design practice working with emerging brands and artists. Her approach balances structured systems with intuition and experimentation, exploring how thoughtful design can create meaningful connections between people, ideas, and experiences. She believes graphic design is rooted in generosity—sharing ideas and creating meaningful experiences that resonate with wider audiences. Her work has received recognition from the International Design Awards (IDA), London International Creative Competition (LICC), and Graphic Design USA, and has been featured in publications such as The Gradient by the Walker Art Center and The Dieline.