EFFY LEE
CREATIVE/ART DIRECTOR

I'm a creative director and art director raised in Seoul, now based in New York—deeply engaged with culture, design, and community.

What I love most is creating visuals. Bringing the images from my creative thoughts into reality is the most fulfilling part of my work.

I began in fashion, building my own brand from scratch and shaping its identity through look books, campaigns, and events (yes, including the parties). Since then, I’ve led creative work across fashion, beauty advertising, and the luxury industry—always hands-on, always story-driven.

With a strong focus on visual storytelling and brand identity, I’ve directed campaigns, pop-ups, and social content across digital and physical platforms. I specialize in creative direction that connects meaningfully—balancing concept, communication, and execution with a deep understanding of audience and context.

I’m inspired by people and the stories they carry. My growth has been deeply influenced by the communities I’ve been part of—these cultural experiences have shaped who I am today. Most of my ideas come from conversations, shared wines, and unexpected neighborhoods—maybe even yours.

MTY Group/Koriny — Creative Director
June 2023 – Jan 2025 | Luxury Industry

MTY Group/Koriny — Marketing Manager
Nov 2021 – April 2023 | Luxury Industry

Blue Chip Group — Marketing Manager
Feb 2021 – July 2021 | Beauty Advertising

eyeye Official — Creative Director in Marketing
May 2018 – April 2020 | Fashion

Ruthless — Founder & Creative Director, Designer
July 2014 – Dec 2018 | Fashion

•Skills: Creative/Art Direction, Branding & Visual Identity, Production/Post-Production, Graphic Design, Fashion Design to Production, Marketing Strategy

•Tools: Adobe Creative Suite, Microsoft Office Suite, Google Suite, Apple iWork, Figma, Mailchimp