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Digital Product · Product Design · 2026

DKX

A Seoul cultural-marketing agency site, designed and shipped end to end: Figma into a live build, with no handoff.

Role
Design & front-end build, freelance
Client
DKX · Seoul, South Korea
Stack
Figma · Claude Code · Next.js · Vercel
Live
dkx.kr
The site opens on full-bleed video, not a still. The city keeps moving behind a single line of positioning while the wordmark holds the corner. Recorded from the live build.

The client

DKX is a cultural marketing agency in Seoul, South Korea. Their premise is that cultural relevance, not mass targeting, is what converts brand desire into market share.

A brand built on decoding culture cannot present itself in a template. The site had to look like it belonged to people who read taste for a living.

DKX: The positioning statement, set against the argument undernea
The positioning statement, set against the argument underneath it. Type does the work here: no illustration, no device mockup.

What the site had to carry

  1. 01

    Strategy & planning

    Brand strategy, go-to-market, communications, platform and content strategy.

  2. 02

    Creative & production

    Through-the-line creative, AI applications, 3D and motion, social, retail and events.

  3. 03

    Media planning & buying

    Digital and performance, ATL and product placement, out-of-home, partnerships.

  4. 04

    Data & insights

    Trends, cultural research, psychology and anthropology, influencer intelligence.

  5. 05

    KX Radar

    Their proprietary toolbox for measuring cultural relevance, and the one section that had to read as a product rather than a service.

  6. 06

    Culture ⟷ Business

    The argument the whole site rests on: that cultural relevance is what converts brand desire into market share. It needed to land as a position, not a tagline.

DKX: Four service pillars held in one view. The constraint was gi
Four service pillars held in one view. The constraint was giving each its own weight without the section collapsing into a services grid.
The one place the typography is allowed to be expressive: a serif italic held against a boxed grotesque, the word cycling through the kinds of partner the agency assembles teams from. It marks the shift from what they do to who they do it with.
KX Radar had to read as a product, not another service line. It gets its own visual language, particle fields standing in for cultural signal, and its own entrance as it comes into view.
KX Radar's own film, supplied by DKX rather than made by me. It poses the two questions a brand actually arrives with, which brands to collaborate with and which of a million influencers to choose, and answers them with the tool. My decision was to run it full-bleed and uncut at this point in the page, so the KX Radar partnership is shown in KX Radar's own material instead of being described in DKX's.
DKX: Validate, measure and monitor: the section that turns the KX
Validate, measure and monitor: the section that turns the KX Radar claim into something a client can picture buying.
DKX: The thesis reduced to two words and an arrow. Everything abo
The thesis reduced to two words and an arrow. Everything above it exists to earn this line.
DKX: Headquarters, treated as atmosphere rather than an address b
Headquarters, treated as atmosphere rather than an address block: the city at night, with the copy held small against it.
The close, recorded as one scroll. A city-at-night band carries the sign-off, then hands straight to the form: three fields and one button on white, with nothing else competing for the click. Ending on motion and landing on plainness was the point.

The build

Designed in Figma and taken straight into a live Next.js build with Claude Code, deployed on Vercel. No handoff document, no intermediate spec. The decisions stayed with the person making them all the way to production.

Three full-bleed videos, scroll-triggered reveals on every section, and a proprietary tool that had to be given its own visual language inside the same system.