BECKY BAEK

Becky is a graphic designer based in New York.
She seeks to navigate the boundless space between thought and form.


SELECTED WORKS
ARCHIEVE + LAB



Dean & DeLuca: Shape of the Season 2025Dean & DeLuca is an American chain of upscale grocery stores. Inspired by the imaginative food portraits of Italian Renaissance painter Giuseppe Arcimboldo, this branding campaign reinterprets the brand’s Italian heritage through a modern lens. "Shape of the Season" celebrates the journey of the year’s harvest, highlighting the exceptional quality and artistry of Dean & DeLuca’s offerings.

(All images in the campaign are AI-generated.)

Intructor: Andrea Trabucco-Campos

Concept
Art Direction  
IKEA Rebranding2025IKEA is a globally recognized Swedish brand known for its affordable, functional, and stylish home furnishings. This project explores a reimagined identity for IKEA, centered around its core value: “To create a better everyday life for the many people.” By allowing customers to assemble their own products, IKEA lowers production costs while maintaining accessibility. Inspired by this process, I designed a custom typeface that forms the foundation of the new identity.

Intructor: Andrea Trabucco-Campos

Brand Identity
Concept
Art Direction
Type Design
Splash Crash Boom2024Splash Crash Boom is a jazz music festival that lights up Manhattan with a rich, vibrant, and harmonious experience. The music transcends language and cultural barriers, bringing people together as they immerse themselves in rhythms and sounds of jazz. The festival’s custom typeface mirrors the essence of jazz—the fusion of improvisation, rhythm, and unexpected harmony.

Intructor: Andrea Trabucco-Campos

Brand Identity
Concept
Art Direction
Type Design
Crafted Chaos: Unreal Reality2024Kapital is a Japanese fashion brand known for its craftsmanship and boro denim. The brand intentionally creates confusing proportions and cuts that fit the body in a challenging way. The distinctive choice of fabrics and the way they distress the clothing offer a new perspective on viewing everyday objects.

Crafted Chaos_Unreal Ordinary encapsulates the essence of Kapital. It reflects the meticulous craftsmanship inherent in Kapital while celebrating the brand’s unconventional and boundary-pushing identity.

(All images in the campaign are AI-generated.)

Intructor: Andrea Trabucco-Campos

Editorial Design
Concept
Art Direction


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