The Brand Identity interviews SoJeong ‘Hailey’ Kim, a designer at Koto New York, about her journey from Seoul to the U.S. and her growth in the design industry. She discusses her path into design, her experience working on the Tripadvisor brand refresh, and the collaborative, optimistic culture at Koto. The conversation highlights her resilience, curiosity, and belief in design as a strategic and expressive discipline.
Creative studio Koto has rebranded Tripadvisor to reflect its evolution into an AI-enabled travel planning and booking platform. The new identity emphasizes authenticity, community, and real traveller stories, featuring a refreshed color palette, custom typeface, and a more expressive version of its owl mascot, Ollie. The design system balances warmth and clarity, celebrating real experiences over polished perfection.
