Bumseok Hong is a brand designer based on graphic and motiongraphics but also take a picture and film. He uses a lot of tools and media to mix up. He thinks that all the brands has a different character. So he uses multiple media to express themselves in a proper way. He doesn’t like to build a new concept just for cover the past one, especially in case of local brand. He pursues the best way of storytelling and time has stories. So he prefers branding that keeps the history and heritage of the brand and changes it in the better direction. He makes not only the brand’s outfit but also inside philosophy. That’s why he’s called by creative director.