Hi, I'm Hyesoo. I design across visual and product, and automate the rest.

I started as a graphic designer in Seoul, spent time in London and Berlin, and ended up in Dublin. Along the way I picked up something most designers have only one of: Korean delivery standards and European design thinking. I try to bring both.

I've produced daily live-commerce visuals at Musinsa (KV updates and on-air price banners on tight broadcast turnarounds), automated a 5-hour daily production pipeline into 35 minutes at a fashion e-commerce platform, and redesigned Kia's UAE website in under two weeks. Most of it freelance, most of it self-initiated.

In ten years, I don't want to be a designer who uses AI well. I want to be someone who helps define what design means when AI does the obvious parts. The craft, the judgment, the taste. That's where I'm headed.