Case studies01 — 03

Selected work.

Three detailed projects showing how I move from diagnosis to execution and measurable outcomes.

Creator growth · Startup branding · Agency-side campaign development

01 — Dylan WangCreator Growth · Independent Consulting

From inconsistent personal content to a scalable creator brand.

Reframed a creator’s digital presence around a clearer identity, repeatable content system, and platform-specific growth strategy — turning audience growth into commercial demand.

Impact

~11K

Instagram followers by week 14

5.5K

YouTube subscribers in three months

Inbound opportunities — 8 agency, 8 casting, 3 advertising, 1 music video

Role: Creative Director & Social Media Growth Strategist
Collaborator: Dylan Wang
Duration: Aug 2024 — Present
Scope: Brand positioning, creative direction, content production, and social growth

Before

No clearly defined creator identity
Inconsistent styling, photography, and visual presentation
Content lacked a recognizable concept or repeatable format
Music, captions, imagery, and overall tone were not strategically coordinated
Instagram and YouTube were not operating as one cohesive creator brand

After my involvement

Consistent and recognizable creator identity
More intentional styling and photography
Cohesive relationship between visuals, music, captions, and feed presentation
Repeatable content-production workflow
Coordinated Instagram and YouTube presence
Stronger professional appeal to agencies, casting teams, and advertisers

My diagnosis

The creator had strong visual potential, but his appearance, photography, content concepts, captions, and platform presentation were not yet working together as a recognizable brand. The opportunity was to build a consistent image while preserving enough flexibility to follow relevant trends.

What I changed

Active — 01 / Brand and Image Direction

Clarified the creator’s desired image and audience appeal
Developed a more consistent visual identity
Directed styling, grooming, pose, mood, and overall presentation

Results

Visual evidence

Reached approximately 11,000 Instagram followers by week 14
Grew YouTube to 5,500 subscribers within three months
Generated 20 inbound professional opportunities
Received eight agency inquiries
Received eight television casting inquiries
Received three advertising inquiries
Received one music video offer

Transformation

Before After

Selected High-Performing PostsEvidence & iteration

Relaxed Lifestyle Positioning

Creative direction

I developed a relaxed, approachable visual concept using casual denim styling, natural outdoor lighting, and an elevated camera angle to create a more personal and accessible image.

Content packaging

I paired the visual with LANY’s “‘Cause You Have To” to reinforce the soft, youthful mood and published it as part of a cohesive lifestyle-focused content direction.

My contribution

Concept development, styling direction, photography, image selection, retouching, music selection, caption development, and publishing.

Performance

10.5K likes · 58 comments · 150 reposts · 1,814 shares

Takeaway

The post showed that a casual and approachable image could generate strong sharing behavior without losing the creator’s polished visual identity.

Cinematic Editorial Positioning

Creative direction

I created a more cinematic and aspirational concept through oversized leather styling, warm directional lighting, restrained posing, and a darker editorial mood.

Content packaging

I selected The Kid LAROI’s “A COLD PLAY” to strengthen the post’s contemporary and emotionally restrained tone, creating a stronger connection between the styling, environment, and audio.

My contribution

Concept development, look coordination, photography, image selection, Photoshop retouching, music selection, caption development, carousel sequencing, and publishing.

Performance

57.8K likes · 75 comments · 888 reposts · 9,475 shares

Takeaway

This post significantly outperformed the account’s typical content, demonstrating the effectiveness of combining a distinctive fashion direction with a cohesive visual and audio concept.

02 — PlanA EducationStartup Branding · Education

Building the brand foundation for an early-stage education startup.

Built an early-stage education startup’s marketing foundation across brand identity, website direction, social media, and launch campaigns designed to create credibility and initial demand.

Project information

Marketing Manager

Team
Startup team + external creative collaborator

Duration
Jun 2024 — Nov 2024

Scope
Positioning, visual direction, website planning, launch campaigns, and community events

Challenge

A brand with no touchpoints

An early-stage tutoring and education consulting startup needed a coherent identity and usable acquisition touchpoints from the ground up.

Approach

One consistent brand story

Connected visual identity, website structure, social content, and offline activations so prospective users encountered one consistent brand story.

Execution

From logo to festival floor

Directed logo and business-card design, planned the website and managed outsourced production, ran Instagram, and created campaign assets for the Seoul National University festival and international-student community events.

01 — SystemFive-part marketing process, from brand identity through community impact.

Outcome

Established the company’s initial marketing system — identity, website, social, and launch campaigns — and supported its earliest customer-acquisition efforts.

Visit →

03 — EED Design · Agency Internship

Visualizing time-crafted premium.

Key Visual Strategy · Campaign Development · Editorial Presentation

Translating 21 years of maturation into a visual language of depth, authority, and collectability.

Organization: EED Design
Client: GoldenBlue
Role: Marketing Intern
Timeline: June–August 2025
Project Type: Premium whisky key visual development

Translating product heritage into visual value.

GoldenBlue 21 is a premium whisky matured for 21 years and presented in a distinctive cobalt-blue ceramic bottle. The campaign needed to communicate more than product age—it needed to make the time, rarity, and authority associated with long-term maturation immediately visible.

From Product Truth to Campaign Expression

GoldenBlue 21’s defining product truth was its 21-year maturation period. The creative challenge was to make that invisible value—time—immediately visible. The campaign translated maturation into ideas of patience, scarcity, and accumulated value, then expressed those qualities through the product’s cobalt-blue ceramic bottle, controlled reflections, monumental scale, and a dark premium environment.

Strategic progression from 21 years of maturation to a premium collectible key visual

The Final Campaign Expression

A collectible premium object, not an everyday bottle.

The finished key visual places GoldenBlue 21 at the center of a dramatic cobalt environment. Radiating light, metallic typography, and the enlarged “21” emphasize the product’s age, while the substantial ceramic bottle is presented as a collectible premium object rather than an everyday beverage.

Visual language studies for cobalt ceramic, controlled reflection, circular time motif, and monumental 21

GoldenBlue 21 visual language across lifestyle, product advertising, and hospitality applications

Extending the Visual Language

The visual system extended across lifestyle imagery, product advertising, and hospitality spaces. Deep cobalt, warm wood, amber whisky, and atmospheric lighting created a consistent sense of craftsmanship, maturity, and premium presence.

My contribution

As a marketing intern, I supported the GoldenBlue 21 project through visual-reference research, category-reference review, image sourcing, and mood-board development. I helped organize the project’s creative references into a clearer concept narrative, connecting the product’s 21-year maturation story with themes of depth, rarity, ceramic materiality, and premium authority.

I also supported presentation development by refining visual materials, organizing image selections, and assisting with the internal communication of the creative direction. My role focused on strengthening the research and presentation process while working under the guidance of EED Design’s senior strategy and creative teams.