Stony Brook University SUNY Korea

“Creativity is intelligence having fun." Boyoung Lee quoted Albert A. Einstein during her presentation at the FIT Guest Speaker Event on Wednesday, April 24th. As the Chief Brand Officer and EVP of Brand & Creative Strategy at Shinsegae, Lee was able to share her experiences and insights in the industry as she spoke on the topic of “Building a Brand Identity.” 

Lee emphasized the vital role of creativity in crafting a brand identity. She underscored the importance of infusing creativity into every aspect of the process, highlighting the need for innovative thinking and original storytelling. Throughout her presentation, she delved into the creative process, emphasizing her collaborative approach with her team. She emphasized the significance of cultivating relationships and fostering teamwork to achieve success in brand building.

During the Q&A session, students had the opportunity to ask questions and gain deeper insights into the industry and workplace. When asked about memorable projects, Lee emphasized the importance of relationships over individual achievements. In response to a question about the trend that is shaping the future of the fashion industry, she mentioned the integration of AI and its transformative potential. Rather than shying away from technological advancements, her team embraces innovation, seeking ways to leverage AI to enhance their creative processes.

Furthermore, Lee generously shared recommendations for podcasts and books, showcasing her commitment to continuous learning and personal development. Notably, she also shared insights into her role as a mother of two, acknowledging parenthood as a transformative experience that has enriched her leadership abilities.

In today's dynamic business landscape, establishing a distinctive brand identity is essential for success. Boyoung Lee's insights into the creative process and the importance of storytelling offer valuable guidance for professionals seeking to carve out their brand identity in a competitive market.