Summary
Overview
Work History
Education
Skills
Interests
Timeline
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Sia Lee

Sia Lee

Creative Director
Seoul

Summary

Creative Director with proven expertise in translating brand visions into compelling visual narratives and immersive experiences across entertainment, fashion, and cultural sectors. Combines strategic thinking with creative execution to develop distinctive brand identities that drive measurable business growth and audience engagement. Brings international perspective through education in Visual Design and Fashion Textile studies from prestigious institutions in Korea and London.

Overview

7
7
years of professional experience
2
2
Languages

Work History

Creative Director

Freelance
04.2022 - Current

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.

Content Planning Professional

Dream Maker Entertainment
07.2019 - 01.2025
  • 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.

Brand Director

Hish
07.2021 - 11.2023
  • 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.

Buying MD Intern

Handsome, Hyundai Department Group
01.2019 - 03.2019
  • 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.

Merchandiser & Visual Merchandiser

BNO
04.2018 - 01.2019
  • 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.

Education

Bachelor of Arts - Visual Communication Design

Hongik University
Seoul, South Korea
04.2001 -

Skills

Creative Project Oversight

Interests

Art

Cats

Flying Yoga

Timeline

Creative Director

Freelance
04.2022 - Current

Brand Director

Hish
07.2021 - 11.2023

Content Planning Professional

Dream Maker Entertainment
07.2019 - 01.2025

Buying MD Intern

Handsome, Hyundai Department Group
01.2019 - 03.2019

Merchandiser & Visual Merchandiser

BNO
04.2018 - 01.2019

Bachelor of Arts - Visual Communication Design

Hongik University
04.2001 -
Sia LeeCreative Director