Selected Works

[1] LG U+ (2025)
Brand Strategy & CX Tranformation
Telecom · Seoul

- Korea Brand Hall of Fame “Best Campaign” (2025)

Led the end-to-end brand strategy & customer experience transformation for one of Korea's largest telecom companies, redefining the CEO's technical AI vision into a company-wide framework and actual programs.

Delivered the "Simply, U+" brand system, from slogan development & new customer segmentation to internal KPI alignment, resulting in a 25% increase in app users, 88% growth in membership usage, and a 13% rise in stock price.

Launched initiatives include: National multichannel campagins, integrated customer mobile app design, AI translation service & AI anti-phishing filtering system.

[2] Softeye (acquired by TDK) (2025)
Product Strategy & Interaction Design
AI Wearables · San Francisco

- Exhibited at CES (2026)

Led UX architecture & use case development for a smart glasses startup recently acquired by TDK Japan, working directly with executive leadership and senior engineering teams.

Designed 15+ user interaction concepts in collaboration with engineering teams to assess feasibility and define R&D directions. Outputs were demonstrated at CES 2026 in Las Vegas.

[3] Bounce (2023-4)
Rebranding & Product Design
Consumer Products · Boston, MA

Led the end-to-end product redesign & go-to-market strategy exploration for P&G’s Bounce, reimagining a 40-year-old household staple for contemporary consumer lifestyles.

Delivered a modernized brand vision and product ecosystem through deep consumer research, visual design, and strategic innovation — earning Top Distinction at Harvard Design School and an executive presentation to P&G leadership, dicussing internal R&D.

[4] NOKHA (2025)
Concept Design & Brand Slogan
Hospitality · Seoul, South Korea

- Nokha (Opened 2026)

Led the concept design, slogan & communication direction for a private pool villa, defining a signature architectural vision under the "small circle" concept - creating an exclusive retreat tailored for intimate gatherings and modern luxury lifestyles.

[5] Alchera (2021)
0 -> 1 Product Launch & Management
Machine Vision · Seoul, San Francisco

- ABC7 Interview
- PG&E Case Study

Served as Founding Product Manager to launch FireScout, a real-time AI wildfire detection system deployed across California.

Defined the product strategy around trust-building with first responders, shipped 5 key features within 6 months, and onboarded Sonoma County and PG&E as clients, achieving an average 4-minute early detection lead time across 7 confirmed wildfire detections in the first season. Our AI system detected 2021 California River Fire first before any other sources.

[6] Pala (by Naver & Alchera) (2022)
0 -> 1 Product Launch, Branding & GTM
Blockchain · Seoul

Recurited as Founding Product Manager, a Naver-backed NFT marketplace, leading the full 0 to 1 launch & scaling the product to $24M in transaction volume by month 3.

Launched & Managed 5 MVP products as the sole PM while overseeing a cross-functional team of 12 across UX design, brand design, & marketing, supporting the company's growth from 8 to 45 FTEs in year 1. Product framing & strategic narrative contributed to securing an additional $4M in investment by month 6.

[7] Narrative Design for Early-Stage Founders (2023~)
Investor, Company Introduction Deck Design
Fund Raising

- Full Service Intro Deck

In partnership with a fellow Stern and Harvard alumnus, creating investor-ready pitch decks for early-stage startups that drive clarity and follow-up conversations.

[8] Calms (2024~)
Illustration

- instagram @calms.c

An introspective illustration series exploring hand-drawn visual expression across digital and physical contexts — rooted in a personal practice of finding calmness & kindness in everyday life. Selected by a seed investor to launch a goods line in Summer 2026.

[9] Personal Photography (2018~)

- VSCO

Mobile photography as my visual yoga.

A daily practice of stretching perception, capturing moments in passing, & training my eye.