I build brands from personality, behavior, tone of voice, tone & manner to support business goals, and achieving high-level KPI.

> Lululemon Brand Book 2019

> Sephora Brand Book 2016

> Sephora Brand Guide 2016

> Sephora Collection 2017

> Play! by Sephora 2017

> Beauty Insider 2018

I believe clients should experience a brand through all touchpoints from brand voice to brand experience.

Create an integrated brand experience through an omnichannel brand strategy and creative direction for Shinsegae Group

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 navigate ambiguity and adventure with both intuition and logic.

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

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

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…