BUSINESS CANVAS Universe : BCU

DONGJOON SHIN

Brand Design

Creative Director

Web Designer

Adobe Illustrator

Adobe Premiere Pro

Framer

Computer Software

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Studio PLASTIC BAG®

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BUSINESS CANVAS Universe : BCU

Founded in July 2020, BUSINESS CANVAS is a Korean B2B SaaS startup with the mission “To make work easy, efficient, and effective for companies through software.”

Headquartered in Seoul, its main product is Re:catch, a CRM solution designed to support sales and marketing teams.

The BUSINESS CANVAS Universe(BCU) refers to the overarching world of BUSINESS CANVAS’s internal branding. Inspired by the concept of a spaceship and its crew journeying through the cosmos in search of answers to the mysteries of the universe, the brand draws its motifs from space-related content, astronomy, and the history of the cosmos to shape the unique identity of BUSINESS CANVAS.

Worldview

BCU is a vast cosmic world centered around the Nation (BUSINESS CANVAS), which defines its philosophy and direction, and the Administration (ASAB), which brings that vision to life.

Within this universe, the CANVAS Crew represents the explorers and team members who carry out the nation’s missions. Their product, Re:catch, serves as both their tool for solving questions and their Spacecraft — a vessel that embodies imagination and technology, guiding them toward new markets and possibilities.

Beyond their journey lie Aliens and Planets, symbolizing BUSINESS CANVAS’s clients and their companies, who encounter and collaborate with the crew, helping to clarify and complete the answers they seek.

Nation: BUSINESS CANVAS

In the BCU, BUSINESS CANVAS serves as the nation — the central axis of the entire universe. It is the entity that defines the philosophy, direction, and mission that guide every action within this world. Here, grand missions are given to the crew, and the foundation is laid for their exploration across the vast universe. This is the home base and outpost for all team members — the place where every story begins and every journey returns.

Administration: ASAB

In the BCU, ASAB (Aeronautics and Space Administration of BUSINESS CANVAS) serves as the administration — the organization that brings the nation’s philosophy and vision into action. It is responsible for executing the grand missions defined by BUSINESS CANVAS, transforming abstract ideals into tangible outcomes through exploration, creation, and innovation. ASAB operates as the command center and research institute of the universe, where new ideas are tested, missions are coordinated, and the future of the journey is charted. It represents the driving force that turns imagination into progress — the heart of movement within the BUSINESS CANVAS Universe.

Squads: CORE, Future, X + Corp.

Within ASAB, three squads and one independent organization drive the exploration and innovation of BUSINESS CANVAS.

The three squads — CORE, Future, and X — each hold a unique mission.

CORE, meaning “underlying all tectonic shifts,” builds the foundation of every product, planning and developing the essential structure that makes innovation possible.

Future designs what lies ahead, envisioning the next direction of BUSINESS CANVAS’s technology and pulling that future closer to the present.

X explores the unknown — the variables yet to be found — pushing beyond the visible horizon to discover new possibilities for growth.

Supporting them is Corp., an independent organization that ensures the smooth flight of every squad. It manages the systems, coordination, and resources behind the scenes, acting as the quiet control tower that keeps the BUSINESS CANVAS Universe in steady orbit.

Principles

The six Principles of BUSINESS CANVAS are not mere slogans, but visual embodiments of the direction in which the brand moves.

Each principle represents how the team thinks, acts, and collaborates under the overarching theme of space exploration.

Through form, motion, and symbolism, these principles translate the mindset of BUSINESS CANVAS into a unified visual language.

01. Customer — A radar that discovers unknown planets

The rotating circular radar represents the customer. It symbolizes BUSINESS CANVAS’s mission to detect new planets — undiscovered clients and markets beyond what already exists. Its continuous motion embodies the act of searching, observing, and discovering new opportunities.

02. Action — An open door leading outside the spacecraft

The open doorway emerging from darkness represents Action. It signifies the threshold between thought and execution — the moment when ideas turn into reality. This Principle visualizes the courage to step beyond the safety of a closed system and take bold action in the unknown.

03. Alignment — The Grand Alignment of planets in a single line

A series of circles aligned along a vertical axis represent direction and harmony within the organization. Like the rare celestial event where planets align, it signifies the moment when individual and collective goals synchronize, generating the strongest thrust. This alignment embodies shared vision and unified energy.

04. Extra Mile — The first human footprint on the Moon

A single footprint on the lunar surface represents a recorded trace of challenge and achievement. It stands for the attitude of going one step further beyond what’s required — the will to surpass expectations. Within BUSINESS CANVAS, “Extra Mile” means setting a new standard rather than merely completing a task.

05. ROI — The cycloid curve proving the shortest path isn’t always fastest

The cycloid curve from physics represents the paradox of efficiency. Even if a straight line is the shortest, it isn’t always the quickest — reminding us that long-term growth often outpaces short-term gain. This Principle embodies the balance between time, value, and sustainability.

06. Together – Three astronauts looking in the same direction

Exploration is never a solitary act. When everyone moves toward the same goal, a group becomes more than a team — it becomes a true crew.

Business Card: The Sounds of CANVAS

The BUSINESS CANVAS business card, “The Sounds of CANVAS,” is inspired by the Golden Record aboard Voyager — the farthest human-made object ever launched into space. Just as the Golden Record carries humanity’s first greeting to the unknown, our business card reimagines that gesture of introduction. A business card is the first message we offer when meeting someone new — a small but meaningful artifact of connection. In this way, The Sounds of CANVAS serves as BUSINESS CANVAS’s own “hello” to the universe.

On the back, each team member includes a phrase, symbol, or message that represents themselves — turning every card into a personal greeting. The rounded upper edge of the card was specially finished to evoke the silhouette of a spacecraft, completing the metaphor of exploration and communication that defines BUSINESS CANVAS.

Welcome Kit: CANVAS EMERGENCY KIT

The “CANVAS EMERGENCY KIT” is BUSINESS CANVAS’s welcome kit for new crew members — a set of essential items designed to help them navigate unexpected situations in space. Each item carries a functional purpose and a symbolic meaning, embodying the spirit of exploration and readiness that defines the BUSINESS CANVAS Universe.

Container(Lunch Bag)

The CANVAS EMERGENCY KIT is packaged in a practical lunch bag, reimagined as an emergency case.

Instead of a conventional welcome box, BUSINESS CANVAS chose a lightweight, multipurpose bag that crew members can actually use in daily life. The concept was inspired by real emergency kits — accessible, functional, and ready to use anytime.

ID Card

An identification card containing the crew member’s squad, circle, and personal information. It represents belonging — proof of identity and responsibility within the BUSINESS CANVAS mission.

Passport Cover

A must-have for smooth travel across unfamiliar galaxies. It symbolizes openness to new encounters and the courage to cross boundaries.

Stickers

Custom stickers used to mark one’s squad and attach to personal items like laptops. They allow each crew member to display their affiliation proudly while personalizing their gear — expressing individuality within a shared mission.

Tumbler

A container designed to “supply hydration in emergencies.” Beyond practicality, it symbolizes resilience — the ability to sustain oneself and stay adaptable in any condition.

Business Card Case

Designed after the front side of the Golden Record, complementing the card that carries its back design from The Sounds of CANVAS. It represents communication and connection — the exchange of greetings across the vastness of space.

A Hitchhiker’s Guide to the Galaxy: BUSINESS CANVAS Edition (Beginner’s Guide)

A welcome booklet inspired by The Hitchhiker’s Guide to the Galaxy, filled with humor, messages, and guidance for newcomers. It serves as a symbolic manual for new crew members — a guide for navigating both the BUSINESS CANVAS culture and the wider universe they are about to explore.

Internal Events within the BUSINESS CANVAS Universe

Every internal event at BUSINESS CANVAS was also designed to exist within the BCU — not apart from it. Rather than treating company events as routine gatherings, each occasion was reimagined as a mission within the shared universe: a moment for the crew to reconnect with the Nation’s philosophy and to realign their trajectories toward a common orbit. From onboarding ceremonies to year-end celebrations, every experience followed the same storytelling structure — missions, crew, and exploration — allowing members to immerse themselves in the identity of BUSINESS CANVAS beyond their daily roles. By integrating the BCU narrative into its events, BUSINESS CANVAS transformed ordinary corporate programs into acts of exploration, reinforcing a culture where imagination and mission coexist seamlessly.

2023 BUSINESS CANVAS Kick-off Ceremony: The Neonprint

The year 2023 marked a new beginning for BUSINESS CANVAS — a year to return to the basics and rebuild the foundation from the ground up. Reflecting this theme, the ceremony was titled “The Neonprint,” a combination of Blueprint (the architectural drawing that signifies planning and reconstruction) and Neon, the brand’s symbolic color. The concept represented BUSINESS CANVAS’s intention to redraw its blueprint in its own light, reconnecting with its origin while illuminating a brighter path forward. Through this event, the team reaffirmed its direction, aligning every squad and crew member under a shared vision — to build the future once again, one line at a time.

2024 BUSINESS CANVAS Kick-off Ceremony: ALL SYSTEMS GO

If 2023 was the year BUSINESS CANVAS returned to its foundation — rebuilding the blueprint from the ground up — then 2024 marked the moment to finally board the spacecraft and launch into space. The title ALL SYSTEMS GO was kept secret until the very start of the ceremony. The event opened with the video from the 2023 kick-off, The Neonprint, which seamlessly transitioned into the new 2024 launch sequence. As the countdown echoed through the room, the words “ALL SYSTEMS GO” appeared on the screen — the universal phrase signaling “ready for launch.” It was a symbolic declaration: BUSINESS CANVAS was fully prepared for lift-off, igniting the beginning of a new year and a new chapter in its journey across the universe.

Monthly Town Hall Meeting: Grand Alignment Day

Grand Alignment Day takes inspiration from the rare astronomical event known as the Grand Alignment — when planets in the solar system align in a single line. For BUSINESS CANVAS, it represents a monthly town hall meeting where all squads and circles come together to reflect on their past month’s journey, share insights, and realign their course for the next. Just as planets adjust their orbits in perfect harmony, the session serves as a moment for every crew member to synchronize direction and momentum — ensuring the organization continues its voyage along the most efficient path through the BUSINESS CANVAS Universe.

Prophecy Diary Review Day: Into Murph’s Room

At BUSINESS CANVAS, there is a long-standing tradition known as the “Prophecy Diary.” Every year, each crew member writes a journal entry as if they were their future self — one year ahead in time. The following year, the team gathers to open those diaries together, reflecting on how much of their “prophecy” came true and what has changed along the journey.

Inspired by this concept, the annual reflection event was titled “Into Murph’s Room,” a reference to the film Interstellar. In the movie, protagonist Joseph Cooper communicates with his daughter Murph across time — shouting “Stay!” through the bookshelf and sending her a clue by turning the crown of a watch. In the same way, BUSINESS CANVAS reinterpreted the moment as a metaphor for our past selves leaving messages to our present selves.

The invitation design was filled with symbolic imagery: the black hole Gargantua, the wristwatch that carried the message, and the barcode-coded Morse signal for “Stay” engraved on the card. Together, these elements sparked curiosity — inviting each participant to step beyond time and revisit the message their past self left behind, within Murph’s room.

MD: CANVAS Universe Cinema

CANVAS Universe Cinema is a commemorative sticker set created as a gift for visitors to BUSINESS CANVAS. Each design reinterprets iconic quotes from legendary space films through the lens of BUSINESS CANVAS’s mission and vision — connecting cinematic imagination with the company’s philosophy of exploration and innovation.

The set draws inspiration from five films: 2001: A Space Odyssey (1968), Gravity (2013), Interstellar (2014), The Martian (2015), and Ad Astra (2019). Each quote was carefully selected to symbolize the spirit of discovery, perseverance, and courage that defines BUSINESS CANVAS.

To capture the sense of cosmic wonder, all featured quotes were finished with holographic foil stamping — creating a shimmering effect reminiscent of the mysteries of space itself.

Website

The BUSINESS CANVAS website was designed to fully embody its cosmic concept by maximizing interactive storytelling.

From the very first screen, users embark on a virtual journey through space — navigating from the vast universe toward the moon, guided by the site’s menu.

Throughout the site, the voyage of a spacecraft serves as a metaphor for BUSINESS CANVAS’s own journey — exploring new ideas, charting unknown territories, and advancing toward ambitious goals.

Each page was crafted to visually and experientially mirror this expedition, blending technology and design to create an immersive, space-inspired narrative.

Hidden within the main page lies a small easter egg, waiting to be discovered — a playful secret that rewards curiosity and reinforces the spirit of exploration that defines the BUSINESS CANVAS Universe.