Sia Lee

Led comprehensive branding and creative direction for multiple clients entertainment industries:

• Directed the complete branding for 'NEVAEVA! FESTIVAL 2024' in Jakarta, establishing brand identity, title naming, and visual concept that differentiated the festival in the global K-MUSIC market.
• Conceptualized and directed singer-songwriter Jooyoung's debut solo concert 'sphere LIVE', creating an immersive meditation-inspired experience with innovative stage layout and lighting design.
• Established complete brand identity for 'LMTH' music director agency, including logo design, visual assets, and website creation.
• Developed international expansion strategy for renowned film music director Jung Jae-il (Parasite, Squid Game, Mickey 17), creating digital content to enhance global visibility.
• Directed content strategy for AMC's music magazine channel, managing news creation, visual content production, and publication scheduling.

• Led pioneering festival IP initiatives, creating Korea's first story-driven Halloween festival with comprehensive assets including logo design, key visuals, and themed zones.
• Managed production for SM Entertainment artists including NCT 127, NCT DREAM, G.O.T the beat, and TVXQ, delivering performance videos and fan events.
• Directed comprehensive visual storytelling for Hyundai's TUCSON Beyond DRIVE campaign (2.3+ million views), developing all visual elements including choreography styling, performer concepts, and narrative structures.
• Crafted innovative concepts across company projects, with success in artist content creation that incorporated artists' interests and fan-preferred character traits.
• Orchestrated Genesis G70 Year-End Party for 500 VIP customers, transforming the premium brand's image to a younger positioning through comprehensive event management.

• Led complete rebranding initiative that redefined the brand's category and visual identity, resulting in 400% growth in social media following and 250% increase in monthly revenue.
• Successfully secured placement in luxury resort group Ananti's curated retail spaces, overseeing exclusive product merchandising and display design aligned with high-end customer experience.
• Expanded brand visibility through strategic partnerships with major online platforms (Musinsa, W Concept, 29cm), consistently featured in curated main page collections and special promotions.
• Managed celebrity product placements and endorsements, enhancing brand visibility and luxury positioning.
• Created consistent visual identity guidelines and content strategy across physical retail spaces and digital platforms, resulting in stronger brand recognition.

• Conducted comprehensive analyses of bestselling items, producing weekly reports that informed strategic decisions.
• Analyzed sales trends across stores, brands, and seasons to identify opportunities and optimize inventory allocation.
• Directed inventory rotation across stores based on data-driven insights.
• Developed detailed presentations on seasonal trends and collection concepts for various brands.

• Managed product selection, inventory, and store operations while maintaining communications with headquarters in Japan and European showrooms.
• Designed and implemented visual merchandising strategies for premium department stores including Galleria(Apgujeong) and Shinsegae(Gangnam).
• Led complete branding for in-house label 'WRND', developing concept, brand identity, packaging, and textile designs for the shirt collection.
• Orchestrated WACKO MARIA pop-up store from concept through execution, generating 100 million KRW in sales during a two-day event.