SHAPING
FOCUS
INSPIRED BY THE FORM OF A PRISM AND THE FUNCTION OF A LAMP, THIS IDENTITY TRANSLATES LIGHT INTO DIRECTION — A VISUAL METAPHOR FOR HOW I APPROACH FASHION MARKETING: WITH FOCUS, CLARITY, AND INSIGHT.
● PRISM / LIGHT / FOCUS
01
INSIGHT
CONSUMER & CULTURAL OBSERVATION
02
STRUCTURE
BRAND CLARITY & STRATEGIC THINKING
03
LIGHT
VISUAL STORYTELLING & DIRECTION
→
FOCUS
FASHION MARKETING
SELECTED
WORK
[A FOCUSED VIEW INTO FASHION MARKETING]
01 / BRAND STRATEGY
HOLLISTER
Brand Reinvention & Market Repositioning
Redefining brand relevance through repositioning, audience alignment, and a sharper market perspective.
02 / CAMPAIGN DEVELOPMENT
MAYBELLINE
Campaign Revision & Digital Relaunch
Reworking campaign message and digital rollout to create stronger energy, relevance, and engagement.
03 / BRAND CREATION
NESTIN
Lifestyle Brand Creation & Integrated Marketing Strategy
Building a cohesive lifestyle brand through concept development, positioning, and integrated marketing.
04 / BRAND EXPANSION
UNIQLO
Brand Expansion & New Concept Development
Exploring new growth territory while preserving everyday clarity, accessibility, and brand consistency.
05 / PRODUCT OPPORTUNITY
LEVI’S
Product Opportunity & Market Growth Strategy
Identifying product and market opportunities through consumer need, brand analysis, and growth thinking.
06 / AI STORYTELLING
STARBUCKS SBX
AI-Generated Storytelling & Brand Reimagination
Reimagining brand atmosphere through AI-generated visuals, narrative concepting, and future-facing storytelling.
HOW I WORK
I APPROACH FASHION MARKETING AS A PROCESS OF FOCUSING: RESEARCH TO IDENTIFY SIGNALS, STRATEGY TO CREATE STRUCTURE, AND VISUAL THINKING TO DIRECT ATTENTION WITH INTENTION.