Every creative
is an equation.모든 크리에이티브는
하나의 방정식

I believe every piece of creative work can be written as an equation. The variables change with each brand: the product, the audience, the budget, the space it has to live in. What stays constant is the person solving it. A way of seeing, a sense of style, a direction for how the problem should be worked out. That constant is what makes the answer authentic.

So my method is the same at every scale. I design the structure each brand needs, then design the thing itself (the store, the package, the character, the campaign) and carry it all the way through communication and marketing, so that what people see and what they read say the same thing. The visual has to be intuitive. The copy has to be as deliberate as the visual. When the two are cohesive, a brand no longer needs explaining.

I studied architecture at SAIC and landscape architecture at the Harvard GSD, and started out at design practices in the United States. Since then I have built a cosmetics brand from nothing and rebuilt another, led retail creative for Disney in Asia-Pacific, including opening the Disney Store in Korea, and directed a three-team creative division through more than twenty-five venue builds at GFFG. Today I lead creative marketing at Baskin-Robbins Korea. The variables keep changing. The way I solve for them does not.