Case Study
Levly is a KIIP study app built for foreigners living in Korea. I founded it, designed it, and launched it. Brand identity, product UI, content strategy, and go-to-market, all from zero.
KIIP (Korean Immigration and Integration Program) is a government program that foreign nationals in Korea use to improve their Korean language skills, qualify for visa upgrades, and eventually apply for permanent residency or citizenship. The program is real, the stakes are high. The existing study resources were mostly outdated PDFs, Korean-only websites, or YouTube videos with no clear structure.
I built Levly to fix that. The target user is a foreign national in Korea, 22 to 40, juggling work and immigration stress, who needs clear and trustworthy study material. Not another generic app that feels like homework. The brand and product had to feel like relief.
My scope covered everything: brand naming and identity, color and typography, UI/UX design, content architecture, and the go-to-market strategy targeting Filipino and Southeast Asian communities in Korea through Instagram and TikTok.
Most KIIP study resources are text-heavy PDFs, Korean-language-only websites, or YouTube videos with no clear structure. For someone who is still learning Korean, trying to study for a Korean language test using Korean-only materials is a real barrier. The stress compounds fast.
The design challenge wasn't just making something that looked good. It was making something that felt trustworthy fast. A user should land on the page and immediately get it: this is for me, I know what to do here.
That meant every brand and UX decision came back to clarity. Warm but not childish. Structured but not corporate. I used Midjourney and Stable Diffusion in the concepting phase to test more visual directions faster before committing to anything.
Levly is an ongoing project. The product is live, the brand is set, and content is running on Instagram and TikTok. More metrics to come as the numbers build.