Alright – so today we’ve got the honor of introducing you to Yena Kwon. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Yena thanks for taking the time to share your stories and insights with us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

Absolutely! I totally agree – what I admire about small businesses is how agile they are and how deeply they focus on people. Even though I’ve mostly worked with large luxury brands like The Row and Christian Dior Couture, I’ve always tried to bring that small-business mindset with me, focusing on nimble, human-centered strategies instead of just relying on data alone. For me, it all starts with really getting to know the consumer and turning those insights into brand experiences that truly reflect their values and lifestyle.

One example is from my time at The Row, where I helped design the user experience for Alpha, a digital platform that connects clients with brand sales associates. Instead of adopting a one-size-fits-all luxury tech approach, we conducted in-depth research into how Korean consumers behave, particularly in terms of digital privacy and their adoption of new technology. Because of that, we made transparency, ease of use, and culturally sensitive design top priorities. After many rounds of development and testing, we successfully launched Alpha alongside The Row’s first store in Korea at Shinsegae Gangnam. I played a key role in creating a seamless digital-to-retail journey that kept The Row’s minimalist luxury vibe but made it super accessible and engaging for local shoppers. That thoughtful approach helped the brand enter the market strongly and build real loyalty.

What made this project really special to me was how much it reminded me of what small businesses do best – building trust through personalization, cultural understanding, and empathy. Even within a huge global brand, we created something that felt personal, intentional, and truly human.

At Dior, I continued applying this mindset, contributing to omnichannel marketing strategies across social media, search, print, and out-of-home advertising. Working for numerous campaign launches across Men’s, Fine Jewelry, and Timepieces categories, there was often some tension between retail-driven priorities and brand storytelling. Instead of treating each marketing channel separately, I approached every touchpoint as part of a bigger, connected brand story. It was about finding elegant, creative ways to harmonize all the moving parts, much like a small team would do when resources are tight and storytelling needs to be agile and cohesive.

From both experiences, I’ve learned creativity isn’t just about visuals or content. It’s about connecting the dots, aligning brand and customer needs, and staying grounded in empathy. That mix of emotional insight and smart execution is what makes my work stand out from approaches that are too fragmented or overly data-driven.

At the end of the day, I truly believe there’s always room for small-business thinking, even inside the world’s biggest brands. Being nimble, authentic, and deeply connected to consumers is the difference I try to make every day in the brands I work with.

Yena, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Sure! I’ve always been fascinated by how countries intersect, cultures connect, and diverse values resonate across different people. What intrigues me most is that, despite differences in age, gender, background, or personality, there’s always a shared humanity – a common ground where empathy emerges and values align. I’ve come to believe that while no two individuals are the same, we’re all connected by threads of understanding that bring us closer together.

With this curiosity being carried on, I now specialize in human-centered, omnichannel branding, combining creative visual strategy with data-driven insights to craft cohesive and impactful brand experiences across physical and digital platforms. One project I’m especially proud of was executing a lead-generation campaign for a collaboration capsule with F1 champion Lewis Hamilton, which became Dior’s most efficient campaign to date in terms of cost per lead. What sets me apart is my ability to seamlessly blend creativity with strategy, ensuring that each campaign or touchpoint not only reflects the brand’s identity but also resonates authentically with people’s values and lifestyles, all while driving measurable results.

I grew up in Korea and studied abroad in Canada at a French immersion school, where I challenged language and cultural barriers early on. Those experiences taught me resilience and adaptability. Playing team sports like soccer and hockey also had a big impact, as they showed me how collaboration and shared goals can lead to outcomes far greater than anything one person could achieve alone. That sense of synergy continues to inspire the way I approach my work today.

At the core of everything I do is a deep belief in building community through branding, creating spaces where people feel seen, understood, and connected. Because in the end, none of us builds anything meaningful in isolation. The most powerful work comes from coming together and creating something greater than ourselves.

Can you share a story from your journey that illustrates your resilience?

Living in New York taught me that this city is like a microcosm of the world. While people may share similar lifestyles and ambitions, their cultural and ethnic backgrounds are profoundly diverse, often making it challenging to fully understand one another. However, I see this as an incredible opportunity to learn about different cultures and perspectives at an accelerated pace. In business, this diversity is invaluable, as it allows for a broader understanding of consumer behavior and strategic decision-making.

One easy example that stands out is a discussion about Dior’s brand ambassadors. For someone more connected to K-pop, Jisoo would naturally be seen as the most impactful ambassador, particularly in East Asian markets. Meanwhile, Jenna Ortega holds a strong influence in Latin America, while Charlize Theron, Jennifer Lawrence, and Natalie Portman resonate deeply with American audiences. This awareness of cultural impact not only shapes branding strategies but also reflects how global perspectives can differ greatly.

My experience in New York pushed me to embrace these differences, adapt swiftly to various cultural contexts, and appreciate how they drive diverse strategies in branding and global marketing. It strengthened my resilience in navigating complex environments, equipping me with the ability to recognize and leverage these nuances effectively in any setting.

For you, what’s the most rewarding aspect of being a creative?

Although my professional title may not traditionally be classified as “artist,” I consider myself a creative brand strategist who not only prioritizes visual elements and artistic values, but also crafts strategic approaches that leverage these creative strengths effectively. For me, the most rewarding aspect of being in this field is the profound sense of connection I feel to the world.

Branding is more than just visuals and messaging; it’s about understanding cultures, emotions, and the way people interact with brands on a deeply personal level. Each project allows me to tap into different markets, explore various cultural narratives, and understand the subtleties that make each audience unique. Crafting strategies that resonate across these diverse landscapes requires both creative intuition and strategic thinking, bridging the gap between artistic expression and impactful business solutions. Moreover, branding is about sustaining the life of a brand. Building and maintaining strong brand value as it evolves strengthens the brand itself and also challenges me to grow into a more resilient and strategic brand creative. Witnessing that growth, both for the brand and myself, is incredibly fulfilling.

I find immense content in shaping brand stories that not only captivate audiences but also reflect their values and aspirations. It’s incredibly rewarding to witness a campaign or a brand experience come to life, knowing that it has the power to influence perception, spark conversations, and create lasting emotional connections. This ability to connect with people on a global scale, while also pushing creative boundaries, is what makes being a creative brand strategist so meaningful to me.

Contact Info:

• Website: https://www.linkedin.com/in/yena-kwon-nyc/
• Linkedin: https://www.linkedin.com/in/yena-kwon-nyc/