Jiyoun Kim Studio launched a new lifestyle brand 'Usetool Company', in collaboration with Ventures Lab. As a creative director of the Usetool Company, Jiyoun Kim conducted consulting on designs, web, and marketing directions including brand, products and packages. The brand Usetool Company, which has reinterpreted the usual use of tools in daily life, has a concept that aims for the true meaning of a 'Use-Tool'.

Usetool Toothbrush is the Usetool Company's first line-up, consisting of a toothbrush, toothbrush sterilizer, toothbrush holder and sonic wave. In the Usetool Toothbrush project, Jiyoun Kim focused on the entire process involving toothbrushing. Usetool Company manages the reminder for the toothbrush replacement cycles that can be missed because people are too busy. It also offers instructions for the right usage and storage, and it even explains the proper toothbrushing process.