personal brand book of Sang Eun Lee (SEL)

HOW can I express myself in the best way?”“

As a brand manager and designer, I define myself as a brand to best express myself for classmates.

This personal brand book is prepared for my future classmates.

Brand Verbal Identity001

The triangle visualizes the verbal identity of SEL: promise, statement and vision. To realize the brand vision, SEL puts the brand promises in action everyday, keeping in mind of the brand statement.

brand vision

brand statement “business orienteddesign thinker”

“empiricalcreativity”

“balancedperspective”

brand promise

“Change the Worldthrough Design and Innovation”

Brand Visual Identity002

Each rectangular in my logotype shows my areas of interest. Each represents design, technology, business, and innovation. The exclamation mark on the right end of the first logo shows my willingness to change the world. The right version tried to express the initial of my name, ‘Sang Eun Lee’.

brand logotype

brand color

PMS 1945 PMS 11-0601 PMS 433-2X

Brand Promise : empirical creativity003

I have accumulated various experiences through traveling, meeting celebrities, taking part-time jobs & internships, and joining SNS activities. Such various experiences of mine played a huge role for me to display the creativity through experiences, in other words, ‘empirical creativity’.

21

12075

1541

different jobse.g. woman drummer and fashion designer

celebritiese.g. Eric Schmidt and Psy, a Korean musician

cities over 29 countriese.g. world’s best underwater diving spots‘Balicasag’ & ‘Similan’

connections through 7 SNS channelse.g. Facebook, Twitter and Linked-in

004I have cultivated an artistic taste by watching both of my grandparents, one was a famous Korean traditional painting artist and the other was a famous architect. On the other hand, I was also influenced by my father, an engineering professor. My antithetic experiences and interests became the basis of my harmonious viewpoint, which means ‘balanced perspective’

Brand Promise : balanced perspective

HOWEVER,I used to struggle with numbers since I was young, influenced by my father, an engineering professor

I have cultivated an artistic taste by my grandfather who was

a famous Korean traditional artist.

I won the 1st prize at mathematical contests during attending a science high

school for gifted students

HOWEVER,I entered a university majoring in design and stayed up all night designing.

I am a wandering minstrel, who likes painting pictures and

taking photographs while traveling

HOWEVER,I am an technology geek, who enjoys disassembling machines and studying them

I worked as a men’s wear fashion designer at a leading

fashion company

HOWEVER,I am a brand manager at a leading mobile service provider, dealing with high-tech products & services

My philosophy: The best way to explain a brand is to actually show it.

I prepared the selected portfolios of my personal brand ʻSELʼon the following pages.

I tried to design a cloth which grasps peopleʼs needs exactly, that can be dressed as a business suit in the daytime, and changed to a party costume in the nighttime to solve the inconvenience for people who have to change clothes before attending a party at night. As a result, my design became the only work which was sold among 100+ works that year.

WHY do famous fashion designers alwaysmake eye-catching but unwearable designs?”“

HOW can a rigid & distant high-tech brand come closer to customers?”“

While the quality of mobile service gets standardized and the competition gets intensified, I need an emotional brand which can move customerʼs hearts. For this, I renewed the brand ‘T’ as ‘the brand to realize dreams in customer’s life’ and designed various brand touch-points. As a result, those outputs were awarded at the global top design awards, such as Red Dot Awards.

“

SKT needed differentiation of retail shops while mobile device manufacturers and retail companies rush into mobile service distribution business. To meet the needs, I initiated ethnographic research, observing customerʼs behavioral patterns and characteristics and developed six concept stores, including cafe-combined store. As a result, it was accompanied by sales increase in 50%, and number of visitors increase in 75%

WHAT can differentiate SKT’s retail shopsto become special to customers?”

“HOW can the smart robot solution be utilized for the most valuable purpose?”

While launching smart robot ‘Albert’, ‘Classroom Full of Possibilities’ campaign for the challenged students who can be the biggest beneficiaries of technology was developed. It was successfully launched along with the specially designed classroom for the challenged students, educational contents, and the customer’s cheer.

WHAT is the best way to enhancethe brand experience of SEL in 2 years?”“

“Learning by doing in MIT Sloan!”