11STREET, providing customized products and services for life, wants to renew its identity because of its business expansion and diversification. We maintained design assets of 11STREET – red color, road sign etc. We draw design keywords such as easy, intuitive, unique, vibrant based on shopping trends and a brand-oriented image. 11STREET’s brand identity can be applied on any media, raging from offline applications to UIs, and it embraces vertical services and content of various natures and expresses them in a minimal manner. Also 11STREET’s consistent identity is conveyed through design elements based on the brand’s motif – a road sign.