Brand
Manager
& Project
Manager.
6+ years building brands from pitch to delivery — from global campaigns to startup identities.
Brands & clients
6+ years building brands from pitch to delivery — from global campaigns to startup identities.
Brands & clients
Case Study — 01
Won the social media account through competitive bidding, then owned end-to-end delivery — strategy, content production, and optimisation — for 3 consecutive years.
LG StanbyME is a lifestyle screen targeting young consumers who want a flexible, moveable display for their home. New Image Club entered competitive bidding for the social media account — I developed the full annual strategy and execution plan from scratch and pitched it directly to LG. We won the contract and renewed it for 3 consecutive years.
The visual strategy centered on "everyday lifestyle moments" — showing the product naturally embedded in real living scenarios rather than traditional product-led shots. Content ranged from lifestyle photoshoots and animated how-to series to seasonal campaign videos, all directed and managed end-to-end.
What I did
Lifestyle content
Animated & how-to content
Process
Developed the full annual strategy deck and pitched against competing agencies. Won the contract — and renewed it for 3 consecutive years.
Built annual content roadmaps and monthly content calendars — covering lifestyle photoshoots, animated how-to series, seasonal campaigns, and product feature content.
Directed all photoshoots (casting, set setup, art direction), oversaw animated and video content production, managed agency QC, and coordinated approvals directly with LG.
Reallocated budgets and adjusted content mix in real time across 3 years — consistently growing engagement and renewing stakeholder confidence year on year.
Case Study — 02
Built from zero — business model, brand identity, interior concept, and experience programming for a high-end Korean culture studio offering cooking experiences and luxury cultural tourism.
Zanchi came with a vision — a premium space where Korean culture could be experienced, not just observed. The brief covered everything from the ground up: what the business would offer, how it would be positioned, what it would look like, and how guests would feel inside it.
Rather than treating branding as a visual layer, I built the identity from the business model outward. First, we defined the experience architecture — cooking classes, high-end cultural programming, luxury tourism packages. Then the brand language, spatial concept, and visual identity followed from that foundation.
What I did
Brand identity
Brand in use
Experience — food & culture
Process
Defined the full experience architecture — from entry-level cooking classes to high-end cultural tourism packages — giving the brand a clear commercial foundation before any visual work began.
Developed the Zanchi brand from scratch — name, logo system, visual language, and tone of voice. The identity draws from Korean cultural heritage while feeling premium and internationally legible.
Directed the spatial concept to ensure the physical environment matched the brand — materials, layout, and atmosphere designed to immerse guests in Korean culture from the moment they arrive.
Designed the full guest experience — cooking class formats, cultural programming, and luxury tourism itineraries — and oversaw the brand rollout across all touchpoints.
Case Study — 03
Brand identity and spatial concept for a Korean dining bar built around the concept of Pungnyu — the ancient Korean philosophy of living with nature, music, and beauty. The Poseokjeong stream table became the centerpiece of the entire experience.
Pungnyu (풍류) is the Korean aesthetic philosophy of harmony between humans, nature, and the arts — traditionally expressed through music, poetry, and communal drinking in natural settings. Pung New reinterprets this for a contemporary Seoul dining bar, bringing the spirit of Pungnyu into a modern urban space.
The defining element of the space: a water-flowing table modelled on Poseokjeong, the ancient stone water channel where Silla dynasty scholars floated wine cups downstream as they composed poetry. Guests drink traditional Korean spirits served from the stream — the ritual made architectural.
What I did
Space & identity
Process
Rooted the entire brand in Pungnyu — the Korean philosophy of aesthetic living with nature. This became the lens through which every design decision was made, from the logo to the materials to the menu.
Developed a graphic identity that fuses traditional Korean calligraphy with a bold, contemporary visual language — the dual poster system (light/dark) captures the tension between heritage and now.
Directed the interior concept around the Poseokjeong stream table — a water channel running through the dining table where traditional Korean spirits are served. Bamboo garden, dim lighting, and raw materials complete the atmosphere.
Extended the brand across all guest touchpoints — collateral, menu design, and spatial signage — ensuring the Pungnyu concept translated consistently from the first impression to the last drink.
Case Study — 04
Full brand identity and spatial concept for a French-inspired all-day bakery and brunch restaurant — from logo system and packaging to interior direction.
Les Baguettes is a French-inspired all-day bakery and brunch destination. The challenge was to create a brand identity that felt simultaneously warm and refined — a space where guests could linger over croissants and coffee in an environment that felt genuinely transported from a French countryside.
The identity was built around a handwritten script logo that captures the artisanal, relaxed character of the brand — paired with a consistent visual system applied across packaging, menus, and spatial elements. The interior concept carries the same warmth through materials, lighting, and the signature baguette wall installation.
What I did
Space
Identity & packaging
Case Study — 05
Instagram content strategy and channel management for a premium dessert café — building a consistent visual identity through storytelling-led content.
CAFE TEOT is a premium dessert café with a strong visual identity. The challenge was to translate that brand into an Instagram presence that felt consistent, warm, and engagement-driven — without losing the premium quality of the brand.
Built a content framework rooted in storytelling — product features, seasonal specials, and community engagement — with a consistent visual tone that reinforced the brand's premium positioning. Managed the full pipeline from planning to posting.
What I did
Content samples
Case Study — 06
Creative direction for LG QNED's 2022 main campaign photoshoot — overseeing the full production to ensure visually impactful, brand-aligned imagery for global media platforms.
LG QNED needed a main campaign photoshoot for 2022 — hero imagery that would run across global media platforms. The brief demanded visuals that highlighted the display's colour technology while feeling lifestyle-led and aspirational.
Directed the full shoot with a colour-first creative concept — each set was designed around a dominant colour story that showcased the QNED display's range and depth. Every scene was art directed to ensure the product was the hero without losing the warmth of a real living environment.
What I did
Campaign imagery
Imagery not publicly available
Campaign visuals are confidential. Available upon request.
I'm Yena Kim — a Brand Manager and project owner with 6+ years of experience running the full lifecycle of brand and marketing projects, from competitive pitch to final delivery.
I've worked across global accounts like LG Display and built brands from scratch for startups in FnB, lifestyle, and services. What drives me is the intersection of sharp strategy and strong creative — and making sure both get executed without compromise.
Currently based in Seoul — open to brand manager and project roles globally, including in-house, agency, and international opportunities.
Open to Brand Manager and project roles globally — agency, in-house, or international. Based in Seoul, available anywhere the right opportunity is.