Founder · Creative Director
The process was messy, fast, and full of heart.
While traditional social media is built for speed, reach, and repetition, it often limits how deeply an artist can tell a story.
How often can we convince a client to go with a variable identity?
We did every step of our own process, as if we were the client.
Audiences are much more multifaceted and complex than we think.
The Brand Identity’s feature details how Yung Studio, led by Melody Yung, reimagined Lady Gaga’s website as an evolving digital platform blending storytelling, commerce, and fan engagement. Collaborating with Commerce-UI and Viso Haus, the team built an immersive, WebGL-powered experience that earned multiple Webby Awards. The project emphasizes flexibility, emotional resonance, and a break from traditional social media constraints.
The Brand Identity interviews Melody Yung, founder and creative lead of Yung Studio, about the studio’s self-initiated rebrand. The new identity and website reflect the team’s collaborative, entrepreneurial spirit through variable logos, gestural shapes, and dynamic forms. Yung discusses their startup-oriented approach, experimental design methods, and how the rebrand served as a test of their own creative process.