Visuals are more than just images. They are a powerful language that captures the spirit of the times and moves culture forward.
It is a language I have come to speak instinctively.

I’ve realized that how a brand is seen and remembered is never coincidental. At KnewNew Magazine, a digital F&B publication with 3.9 million monthly readers, I led every part of the creative process from planning and shooting to directing and copywriting.

By focusing on Gen Z, I explored how this generation engages with brands and turned those insights into clear, compelling visuals. KnewNew Magazine grew rapidly not just because we delivered information, but because we understood Gen Z’s tastes and communicated in a way that felt relevant and intuitive to them.

Each week, I visited a variety of stores, captured the unique atmosphere of each space, and translated the brand’s identity into visuals.
This wasn’t just about introducing F&B. It was about combining aesthetic sensibility with strategic messaging to elevate a brand’s appeal.
Even as trends shifted quickly, I helped brands maintain their essence while presenting themselves in a fresh, standout way.
This approach sets us apart from traditional digital magazines.

I don't aim to follow trends. I want to define them and create new directions.
As an art director, my goal is to develop visual strategies that reinterpret a brand’s core identity while staying in tune with the times.
I want to build brands that are not just seen, but remembered, engaged with, and truly experienced.
That is the kind of art direction I strive for.