Overview
Brand Strategy · Website Design · Brand Pitch Deck
Led MIEE’s global rebrand to support international expansion and a MoMA partnership. Unified Bauhaus principles with Korean design heritage to create a modular, bolder identity and web presence. Partnered with marketing to execute the rollout across channels. Outcome: +22% revenue.
Led MIEE’s global rebrand to support international expansion and a MoMA partnership. Unified Bauhaus principles with Korean design heritage to create a modular, bolder identity and web presence. Partnered with marketing to execute the rollout across channels. Outcome: +22% revenue.
Step by Step Process
Challenge
Expand from a quiet, minimal aesthetic to a distinctive global brand without losing heritage. Client was located in Korea which had limitations on art directions and photo styling.
Expand from a quiet, minimal aesthetic to a distinctive global brand without losing heritage. Client was located in Korea which had limitations on art directions and photo styling.
Strategy
Defined purpose, positioning, and audience tiers; articulated “Modern craft, built on rigor.”
Defined purpose, positioning, and audience tiers; articulated “Modern craft, built on rigor.”
Identity System
Grid-driven layouts, geometric forms, and a disciplined color system that nods to Bauhaus while referencing Korean palettes/materiality; logo refinements and lockups for product, retail, and collab use.
Grid-driven layouts, geometric forms, and a disciplined color system that nods to Bauhaus while referencing Korean palettes/materiality; logo refinements and lockups for product, retail, and collab use.
Design Language
Type hierarchy, motion rules, icon set, photography direction, and pattern system for packaging and digital.
Type hierarchy, motion rules, icon set, photography direction, and pattern system for packaging and digital.
Website
New IA, product storytelling modules, conversion-focused PDPs, and CMS components for international content; micro-interactions inspired by the grid.
New IA, product storytelling modules, conversion-focused PDPs, and CMS components for international content; micro-interactions inspired by the grid.
MoMA Partnership
Co-branding rules, asset kit, and placement guidelines for exhibitions/retail features.
Co-branding rules, asset kit, and placement guidelines for exhibitions/retail features.
Pitch Deck
Investor/retail deck framing market opportunity, product architecture, and brand proof; template for future partnerships.
Investor/retail deck framing market opportunity, product architecture, and brand proof; template for future partnerships.
Rollout
Toolkit + guidelines, social templates, and campaign starter set for the marketing team.
Toolkit + guidelines, social templates, and campaign starter set for the marketing team.
Social Media
Product Line Refresh — Naming, Color Story & Lifestyle Imagery
I rebranded the product range with a cohesive Bauhaus-inspired color story and lifestyle imagery that fits MIEE’s aesthetic. Each shade was renamed to embed design heritage and make selection memorable: Bauhaus Blue, Modernist Yellow, Designer Black, Kandinsky Red, Breuer Beige. I then art-directed lifestyle photos to show the pieces in real spaces, reinforcing the grid-driven identity.
Website
Redesign
Redesign
Imagery & Build under ConstraintsWith the team distributed, I art-directed AI lifestyle photography (Midjourney) to visualize MIEE in real spaces. I defined prompt rules from the brand palette/materials, then retouched and composited assets for consistency across the site. The website was built on Cafe24, where I extended the theme with custom HTML/CSS/JS components to express the modular grid system. I also authored the brand slogan—“A circle of time, framed as art.”—reflecting the founder’s vision of each clock as an objet d’art.
Brand Deck
Brand Pitch Deck (Global Partnerships)
The pitch deck was the linchpin for MIEE’s international expansion. I built a clear, visual story that translated the brand’s Bauhaus-meets-Korean-heritage platform into business value—tailored for global buyers, partners, and museums. The deck aligned product, identity, and go-to-market into one narrative so international clients could grasp the brand in minutes.
The pitch deck was the linchpin for MIEE’s international expansion. I built a clear, visual story that translated the brand’s Bauhaus-meets-Korean-heritage platform into business value—tailored for global buyers, partners, and museums. The deck aligned product, identity, and go-to-market into one narrative so international clients could grasp the brand in minutes.
