Yuha Lotus Cho is a Graphic and Visual Designer, currently designing at Mother Design. She is based in New York, United States and Seoul, South Korea. She was previously at No Ideas. She holds an BFA from the School of Visual Arts. She specializes in brand identity, brand strategy, editorial design, web design, and art direction.
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VII Furniture of Participation, Autoprogettazione
My Grandfather was an Architect and a Climber
Build with Originality, Not Against it
Untitled by Masanao Hirayama
From Product to Experience
We Need to make Space for Childhood Nostalgia
Yubi-Kiri by Michael Dumontier


VFrom Product to Experience

When Michelin was founded by Andre and edouard Michelin in 1889, there were fewer than 3,000 cars in all of France. Their insight was straightforward. People would replace tires more often if they drove longer distances. To encourage driving itself, Michelin created a free guidebook for motorists, what would later become the Michelin Guide.

Originally, the guide focused on practical travel information such as tire maintenance, fuel stations, repair shops, and places to stay or eat. It was not conceived as a culinary authority, but as a tool to shape behavior. Only later, after realizing that people value what they pay for, Michelin transitioned the guide into a paid, independent information product, one that ultimately reshaped global food culture.

This shift reveals a larger principle that strong brands do not remain confined to products. They expand by guiding experiences.

Much like how Disney transformed a cartoon mouse into something people could see, wear, visit, and feel, brands grow by extending their core idea into lived experiences. Design, in this sense, cannot remain limited to logos, typography, or color systems. It must operate across multiple dimensions. Shaping how people move, interact, and participate in the world a brand creates.