This catalog follows the concept development and changes throughout the history of the kpop boy group Exo’s career. This exhibition will be shown in the SM Town building’s museum and exhibition floor. The SM Town building is designed specifically for fans and people interested in the artists and accomplishments of SM Entertainment. The intended audience for this catalog is the fans of Exo and people who are interested in the way SM’s creative team designs and develops their groups. These fans range in age between early teens all the way to the late 20s. This catalog will be an addition to Exo fans’ growing collection of merchandise, which is a large part of the kpop culture. It is common for fans of a group to purchase physical albums when they are released because each album comes with more than just a CD. They typically include a photobook along with the lyric book, and often include many loose cards with photos and messages from group members and posters. They devote a large amount of their time to Exo and their achievements. In the Korean music industry, competition is a large factor. Winning awards and breaking records is very important to many Exo fans, especially their Korean fans. The catalog is in English, which is a very widely used language in the 21st century, so a wide range of fans and designers from around the world can read it.

The catalog has been made into a box set with multiple smaller books, so people can choose to buy one specific era, or purchase them all at once and get the box set. Each individual purchase will come with a photocard (a small photo, usually a selfie, of one or a few of the members of Exo with a short message and an autograph on the back), and the box set will come with a poster of the entire group. This exhibition is aimed to help fans achieve a better understanding of what goes on behind the scenes of their favorite group, and see how the designs and concepts are developed so they can better appreciate the creative staff at SM Entertainment. I feel that the designers and creative directors don’t get enough credit for the work they do; they work hard to make the group members look good and the image of the group look better. This catalog explores how each album was designed and the logo design for each era.