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[adidas: Instagram + Activations]

adidas Korea: Turning Offline Energy into Social Stories

For the past few seasons, I’ve been leading social for two adidas Korea Instagram channels — one for performance, one for Originals. My sweet spot is where brand, content, and operations...

[Airbnb: 2 Listings]

Designing Stays That Guests Actually Want to Rebook

Before working with big brands, I learned a lot about “experience design” by hosting. I launched and managed two Airbnb listings from scratch — and treated them like tiny, living brands.

I handled everything...

[Café & Bakery Visual Branding Series]

Café & Bakery Visual Branding: Turning “Nice Places” into Recognizable Brands

I’ve had the chance to work with three independent cafés and bakeries to shape how they show up visually — not just on social media, but at the counter where people...

[Dream Theater: Insurance Gen Z Pop-up]

Making Insurance Feel Like a Dream (Literally)

Insurance isn’t the easiest category to make lovable — especially for Gen Z. With “Dream Theater,” I joined an insurance brand’s journey to rethink how they show up to younger audiences through...