I reinvent and elevate brand experiences from Sephora to Google, by telling relevant stories and creating cohesive expressions from the tone of voice, photography, packaging, retail experience to digital content.

I am confident in integrating different content platforms and creating cohesive omnichannel expressions from packaging design to social media. By giving cohesive brand experience and relevant stories across all media, I bring customer-centric retail experiences into direct-to-consumer brands.

I appreciate crucial elements of classic brand design. I know how to translate those elements into modern and digital content across all platforms, especially bringing a brand voice to life.

Story of Let’s Beauty Together.

> What Is Your Unique Beauty | Videos 2017

> Reach out and Gift | Images 2017

> Let’s Beauty Together | Glossy Innovation Team Awards 2018

> Let’s Beauty Together | LVMH 2017

Story of Beauty is Yours to Define & Ours to Celebrate. 

> Beauty Is Yours to Define, Ours to Celebrate | Images 2017

Stories of Innovation in Beauty

> How Sephora is leveraging AR and AI | Tech Republic, 2017

> Sephora Studio Concept | CNBC, 2017

Long-form Stories 

> #StellaMcCartney #StoriesFromBrandFounders #MadeWithLove

> #GetReadywithMe #GoldCutCrease

> #Unboxing #PlaybySephora | Internal team

Bite-sized Stories 

> #LUXEatSephora | Low-budget

> #FOUNDATIONatSephora | Internal production studio

> #SephoraArtist #Dane

I believe in consumer-centric brand experience through all touch-points.

A cohesive consumer experience is built by an omni-channel team, process and strategy from brand voice to experience.

Making of the first Google Store Chelsea 2021

> Google Store Chelsea 2021

> Google Store Collection (Click to download | Password: athleta2021)

> Google Store Opening Window (Click to download | Password: athleta2021)

> Pixel 4 Digital Experience (Click to download)

> Pixel 4a Digital Experience (Click to download)

> Love Is the Reason | Holiday 2016

> Love Is the Reason | Video 2016

Rebranding Shinsegae as a cultural leader in the Asian market by collaborating with cultural icons like Jeff Koons

> Jeff Koons Loves Shinsegae | Collateral & Products, 2011

> Jeff Koons Loves Shinsegae | Behind-the-scenes, 2011

> Jeff Koons Loves Shinsegae | Joongang Daily, 2011

> Jeff Koons Loves Shinsegae | Chosun Daily 2011

Experiences from small to big, from fashion to food.

> Merry Shinsegaemas! | Visual Installation 2011

> 2NE1 loves Shinsegae | Event 2013

> Jeff Koons Loves Shinsegae | Event 2011

> SSG Food Market | Store Design 2012

> SSG Food Market Behind-the-Scenes | 2012

> SSG Food Market Opening Event | 2012

> SSG Food Market Hall of Farmer | 2012

> SSG Food Market Collateral | 2012

> SSG Food Market Gift Catalogue | 2012

> Korean Artisanal Food Jang Bang | 2012

I am passionate about building a strategic story and aesthetic inspiration for a brand.  

Sephora, Lululemon, Google and Athleta.

> Sephora Brand Book 2016 (Click to download)

> Lululemon Brand Book 2019 (Click to download)

> Google Devices & Services Brand Book 2020 (Click to download | Password: athleta2021)

> Google Devices & Services Brand Guide 2020 (Click to download | Password: athleta2021)

> Google Devices & Services Photography Guide 2020 (Click to download | Password: athleta2021)

> Athleta Brand Foundation WIP 2021 (Click to download | Password: Google2021)

> Athleta Brand Book WIP 2021 (Click to download | Password: Google2021)

> Athleta Brand Muse WIP 2021 (Click to download | Password: Google2021)

> Athleta Brand Style Guide WIP 2021 (Click to download | Password: Google2021)

> Athleta Brand Video 2021

> Athleta Brand Video | Allyson Felix 2021

> Athleta Brand Video | Simone Biles 2021

I am great at creating structures, processes and systems, and I also know when to color outside the lines.  

From organizational structures to creative marketing processes, the key is to keep an open mind.

> A Brand Is a System of Rules | Select (Click to download)

> Sephora Brand Style Guide | Full Book (Click to download)

> Lip Boldly

> Color Stories

> Smlles Like You

> Style Notes, Men’s Fashion Dictionary

I love making brands look good. But more importantly, I love making them work. 

Understanding business goals and achieving high-level KPI.

> Sephora Collection (Click to download)

> Play! by Sephora (Click to download)

> Beauty Insider (Click to download)

I enjoy working with people as a creative leader and creative thinking partner.

Integrating creative disciplines and collaborating with business teams.

> How I work (Click to download)

I am obsessed with playful photography and mouth-watering typography. 

> 2NE1 Loves Shinsegae | Collateral 2013

> Only Shinsegae Campaigns | 2010-2014

> Objects of Desire | 2011-2014

> Style Notes, Men’s Fashion Dictionary

I navigate ambiguity and adventure with both intuition and logic.

Smart work processes and a strong creative team can solve any number of unexpected challenges.

> Sephora Omni-Channel 360 Creative Process, Team and Goals | 2015 (Click to download)

From Seoul to Providence, New York, London, New York, back to Seoul, and now San Francisco!

…and I love making memories with my kids and the people I meet along the way. 

> Behind the scenes…