Crafting distinctive brand identities that resonate and leave a lasting impression.
I worked as the Creative Director for W20500 in Seoul, South Korea. During this time, I established a print lifestyle brand, gaining a deep understanding of consumer behaviour and aligning products with market trends and customer preferences. I created tech packs to minimise BOM costs and enhance production efficiency, managed factory operations to ensure timely and high-quality production, and achieved significant sales and following through strategic social media marketing. My efforts secured over 100 orders and attracted proposals from multi-brand shops like 29cm and W Concept.
TexTechLab is an ongoing visual research project where I use generative AI as a medium to explore how memory, material texture, and spatial perception can be translated into image form. The work sits between digital art, architectural thinking, and emotional abstraction.
