gradus’s ‘3hrs’ line encourages modern individuals to discover what they truly love and channel that passion into creative, positive energy. We’ve spoken with artists, designers, and creators across various fields—culture, art, lifestyle—about how they incorporate 3hrs products into their daily lives.
Y Factorial's Chaewon Kang & Seunghyun Lee
Can you introduce yourselves and tell us about Y Factorial?
Seunghyun | Y! (Y Factorial) is a creative collective where we design graphics with a unique, mysterious aesthetic and develop various digital platforms. We first met during a school project and have been running our studio together for the past four years. As designers, we bring artistic sensibilities, and as developers, we apply a deep understanding of the web—working to establish a distinct style that reflects our tastes.
What kind of digital platforms do you work on? Could you give us more details about your work?
Chaewon | We mainly create websites and occasionally develop mobile applications. Our work also includes digital images, such as posters.
Seunghyun | We handle both development and design. When working on branding, we oversee everything from brand identity to online stores. For art exhibitions, we often take care of catalogs, leaflets, and websites. Our ability to provide comprehensive services is one of our strengths.
This is the second time Y Factorial has collaborated with gradus on a website renewal project. How did your relationship with gradus begin?
Chaewon | Back in 2017, when I was a university student, gradus had a showroom in Yeonnam-dong. I’ve always been a big fan of shoes, and at first, I didn’t even realize it was a domestic brand. I kept noticing its stylish designs whenever I passed by. Later, when I took a leave of absence from school, I worked as a showroom staff member for gradus and even helped prepare their second-anniversary exhibition. The exhibition was held in Itaewon at a former A.P.C. space, and I was really impressed by both the venue and the content. That experience deepened my understanding of the brand and allowed me to learn about production and design processes for offline events. In many ways, it was closely connected to the kind of work I do now.
After we launched our design studio, Director Yoojin reached out to us for a website renewal project. That’s when our professional relationship as client and designer officially began. From my mid-20s to now in my 30s, I’ve maintained a close relationship with them, and I’m grateful for all I’ve learned through our collaborations.
15th Gwangju Biennale – PANSORI, a Soundscape of the 21st Century – Graphic design, website design, and development
15th Gwangju Biennale – PANSORI, a Soundscape of the 21st Century – Graphic design, website design, and development
Brand “Low Classic” – Website design and development
Brand “Low Classic” – Website design and development
How did you come to work in both design and development?
Chaewon | I studied graphic design in university and minored in computer science. Rather than focusing just on development, I was more interested in how design and development connect. Among different media, I was most drawn to the web. I loved the idea of doing web design and development together, so I jumped into both.
Your work really captures a brand’s identity. How do you immerse yourself in a brand before starting a project, and how do you develop your ideas?
Seunghyun | Creating a visual concept from scratch is nearly impossible, so before we begin any design work, we gather as much relevant material as possible. Whether it's a website or a poster, we treat the space as a canvas where we arrange and combine elements to construct a scene.
A lot of people assume our bold visual style comes from sudden inspiration, but that’s not true. Picking colors and shapes without structure is actually really hard. We often compare creating a brand’s visual identity to crafting a recipe. Just like the same ingredients can be used to make a modern or classic dish, we don’t just create a set of design rules—we also make sure the brand’s team can use them to maintain a consistent visual identity.
It’s kind of like perfecting a recipe—we don’t just fine-tune the ingredients ourselves, but we also collaborate with colleagues and clients to adjust the mix so it works for them. Lately, instead of looking at other design work, we’ve been more inspired by how chefs and musicians mix their own elements to create something unique. We believe that, regardless of discipline, creatives follow a similar thought process before working on their ideas.
Running a design studio presents many unpredictable challenges, and the pressure to meet deadlines can be overwhelming. How do you manage stress in this demanding environment?
Chaewon | In the past, I used to get really stressed about last-minute schedule changes and mistakes that slipped through, no matter how carefully I checked. Since I had never worked in a company before, I would overthink every sentence in an email and feel so much pressure. The biggest source of stress for me has always been interpersonal relationships. Without a boss, I learn a lot from my clients, and maintaining good relationships with them is really important to me. I’ve realized that as long as there’s mutual trust, mistakes can usually be worked through.
Over time, I’ve gotten better at handling unexpected stress. The most important thing is not overworking myself.
Y Factorial has been around for five years now, but up until last year, we were stretching ourselves too thin. I used to think being busy was a sign of success and even took pride in working late into the night. There were times I worked until dawn and ended up collapsing from exhaustion. Seunghyun once kept working without realizing she had COVID. That’s when we realized we couldn’t keep going like that.
Now, we make sure to take weekends off and strictly stick to work hours—to the point where even our friends are surprised by how disciplined we are. Even though it’s just the two of us, we make sure to compensate each other fairly, including bonuses. Setting clear rules, eating on time, and sticking to a routine have helped prevent unnecessary stress. When we follow a set routine, we have enough energy to handle unexpected challenges effectively.
Seunghyun | I tend to think in extremes, so I make a clear distinction between work and rest. I keep the two completely separate and never let them overlap. If I have important tasks to complete in a given week, I make sure to inform my clients in advance that I won’t be working on weekends and that I’ll finish everything by Friday. Even if that means working harder before the weekend, I prioritize keeping my personal time intact. Without breaks, working overtime during the week becomes even more exhausting.
Nudi Hallucination, a book for artist Oh Myocho – Editorial and graphic design
Nudi Hallucination, a book for artist Oh Myocho – Editorial and graphic design
Nudi Hallucination, a book for artist Oh Myocho – Editorial and graphic design
How do you find inspiration and sustain motivation in your daily life?
Chaewon | When people talk about inspiration, they often picture a sudden flash of insight, but I believe it's something that develops over time. I enjoy observing people and the way they navigate their lives. When someone leaves an impression on me, I reflect on their qualities and try to incorporate their strengths into my own approach. Whether watching movies or listening to music, I’m often more drawn to the creators behind the work than the work itself. I find it fascinating to understand the mindset and thought process that shaped a particular creation. In the same way, I observe attitudes in the things I love—whether it’s clothing, shoes, objects, spaces, or people—and draw conclusions from them.
I’ve also been keeping a journal since I was 17, filling almost one book per year. At first, I only recorded daily events, but over time, I began writing about deeper topics. When someone asks me an intriguing question, I use writing as a way to explore my thoughts in more depth. Lately, I’ve even encouraged Seunghyun to try journaling.
Seunghyun | I used to collect anything that caught my interest, earning me the nickname “holder.” These days, instead of constantly seeking new things, I focus on revisiting and reinterpreting what I already love.
I rewatch films with different people, restart hobbies like yoga, and only buy books I’ve borrowed more than twice from the library. Since I’m not used to focusing on just one activity at a time, I often combine reading with music or watch films that have no clear narrative while I read. In the past, I would skim through things without fully appreciating them, but lately, I’ve been making a conscious effort to engage more deeply with what I experience.
Chaewon and Seunghyun’s journals (Chaewon on top, Seunghyun on bottom)
Seunghyun, as a fine arts major, do you have a favorite artist or work?
Seunghyun | I admire artists who boldly express their personal styles without compromise. Every scene or sentence they create is a result of deliberate and fearless choices.
I’m drawn to works that are both honest and visually stunning. I especially love literature from the Aesthetic Movement1, with Oscar Wilde being one of the most famous figures. Recently, I discovered Edogawa Ranpo, a Japanese fantasy writer. I love how he takes ordinary scenes, adds subtle distortions, and turns them into eerie, surreal stories that unravel into bizarre narratives.
1Aestheticism: A 19th-century artistic movement that emphasized the creation of beauty as the highest artistic pursuit.
Chaewon, what are your current interests?
Chaewon | Lately, I’ve been really into classical music. I managed to get tickets to Cho Seong-jin’s Shostakovich concert in Berlin this October, and I’m beyond excited. I used to be really into electronic music, and I find it so interesting how classical and electronic music share similarities. Since neither has lyrics, they offer a more immersive emotional experience. Both also have structured forms, which makes it harder to immediately recognize the composer. Another thing I love is how much a performance can change depending on the musician and venue.
AI is another major interest of mine—it’s both exciting and a little intimidating. I’m really curious about how AI will develop and what kind of impact it’ll have, so I research the field a lot. I also use ChatGPT when developing. Lately, my thoughts on what skills I need and the direction of my career have changed a lot. I now think that insights gained through experience and strong communication skills will be way more valuable than technical expertise.
Y Factorial’s studio
Even when doing work you love, there are always parts you dislike. What are your favorite and most challenging aspects of your work?
Seunghyun | What I love most about my job is that I get to make a living doing what I enjoy—creating beautiful work. The best part is having the freedom to work in an environment where I can fully embrace my own style. I’ve worked at a few design studios before, and I found it frustrating when I had to follow my boss’s feedback, especially when it wasn’t from a client. Having to comply with instructions no matter what felt restrictive.
The biggest challenge is that we don’t have backups. Both Chaewon and I always need to be at our best, but that’s not always possible. Since our income is directly tied to our labor and time, we’re actively looking for ways to make our work structure more sustainable.
Chaewon | For me, the best part is having full control over everything. It comes with responsibility, but I love shaping my work environment, choosing my collaborators, and defining how our company operates. After a lot of trial and error, I’m happy with the processes and systems we’ve put in place.
The hardest part is not having anyone to turn to for advice. Without a boss or supervisor, there’s nowhere to hide. Sometimes, I wish I had a mentor or someone to guide me. But in the end, I still prefer the independence that comes with working this way!
Today’s interview centers around the theme “3hrs for Creative Minds.” If you had three hours to do anything and go anywhere, how would you spend it?
Seunghyun | That’s a secret—I’d like to keep it entirely to myself.
Chaewon | If I could time travel, I’d go to Groove Armada’s concert in Brixton in 2010. Every time I watch a live video of their song At the River, the performers and audience look so genuinely happy—it makes me wish I could have been there. The song’s lyrics come from the opening line of Patti Page’s Old Cape Cod: “If you’re fond of sand dunes and salty air, Quaint little villages here and there.” The way these simple lyrics repeat, almost like a poem without forced meaning, is what makes them so beautiful. I also love how the trombone melody blends with house-style electronic beats and drums—it’s an incredibly captivating combination.
If I had three hours right now, I’d just take a break. I’d go for a walk with my dog, grab a coffee, and enjoy being outside—without thinking about anything at all.
