As a brand manager and designer, I define myself as a brand to best express myself for future classmates, and thus made a personal brand book. The SEL book consists of two parts: brand verbal & visual identity system and brand portfolio.

1. personal brand book of Sang Eun Lee (SEL)

2. “
HOW can I express myself in the best way?”

3. 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.

4. Brand Verbal Identity
001
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 “Change the World
through Design and Innovation”
brand statement “business oriented
design thinker”
brand promise “empirical “balanced
creativity” perspective”

5. Brand Visual Identity
002
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

6. Brand Promise : empirical creativity
003
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 different jobs
e.g. woman drummer and fashion designer
75 celebrities
e.g. Eric Schmidt and Psy, a Korean musician
120 cities over 29 countries
e.g. world’s best underwater diving spots
‘Balicasag’ & ‘Similan’
1541 connections through 7 SNS channels
e.g. Facebook, Twitter and Linked-in

7. Brand Promise : balanced perspective
004
I 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’
HOWEVER,
I have cultivated an artistic taste I am a brand manager at a leading
by my grandfather who was mobile service provider, dealing with
a famous Korean traditional artist. high-tech products & services
I won the 1st prize at mathematical HOWEVER,
contests during attending a science high I used to struggle with numbers
school for gifted students since I was young, influenced by
my father, an engineering professor
HOWEVER,
I am a wandering minstrel,
I am an technology geek, who
who likes painting pictures and
enjoys disassembling machines
taking photographs while traveling
and studying them
I worked as a men’s wear HOWEVER,
fashion designer at a leading I entered a university majoring in design
fashion company and stayed up all night designing.

8. My philosophy: The best way to explain a brand is to actually show it.
I prepared the selected portfolios of my personal brand ʻSELʼ
on the following pages.

9. “ WHY do famous fashion designers always
make eye-catching but unwearable designs?”
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.

10. “ 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.

11. “ WHAT can differentiate SKT’s retail shops
to become special to customers?”
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%

12. “ 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.

13. “
WHAT is the best way to enhance
the brand experience of SEL in 2 years?”
“Learning by doing in MIT Sloan!”