The Muju Firefly Festival is an annual event held in South Korea to celebrate the firefly and promote environmental awareness. Attracting both local and international visitors, Muju's rural charms create a sight to remember.

Drawing from the whimsical nature of the event, the branding emulates the serene feelings associated with the location; highlighting both the event's and Muju's unique residents and interactions.

j.doe is based on the “stranger on the train” phenomenon, a belief that people are more willing to confess personal details and dilemmas to someone they’ll never interact with again. It covers a wide range of topics from stories of vanity to sentimentality, times of anxiety to feelings of absolute bliss; encouraging the reader to reflect and connect through anonymity.

With crowdsourced content, j.doe tells the stories of those who have a lot to say but nowhere to say it.

The Muju Firefly Festival is an annual event held in South Korea to celebrate the firefly and promote environmental awareness. Attracting both local and international visitors, Muju's rural charms create a sight to remember.

Drawing from the whimsical nature of the event, the branding emulates the serene feelings associated with the location; highlighting both the event's and Muju's unique residents and interactions.

The Muju Firefly Festival is an annual event held in South Korea to celebrate the firefly and promote environmental awareness. Attracting both local and international visitors, Muju's rural charms create a sight to remember.

Drawing from the whimsical nature of the event, the branding emulates the serene feelings associated with the location; highlighting both the event's and Muju's unique residents and interactions.