Wook Choi

I am a brand experience maker  =  brander.

The fast developing sensing and detecting technologies enable us to experience beyond our imagination. These new developments have allowed companies to bombard our senses using a plethora of methods of physical interaction and visual communication. We are so vulnerable because we are exposed to so many choices. Thus we are forced to deal with incoming information that we have never encountered before.

We, humans, have a very limited ability to process information and the role of designers as a cultural interpreter are ever broadening toward anthropological, ethnalogical and cultural studies. 

My approach to brand design combines marketing strategy with intuitive creativity. The mystery ingredient for the creation of compelling brand communications relies on developing a 'Personality' that the target audience emotively connects with. My role is the clear definition and creative communication of that character.

Believing a notion that every object has its own unique identity, a set of information, which can be formulated as a brand, successful brand experience and good branding is more than applying a name or a logo. It must be authentic. Unique experience of an emerging brand should be delivered in a certain manner, the way which instructs people on using, accepting and digesting, even re-creating information during the transaction.